The automotive industry is massive and its little surprise that significant marketing funds have been plunged into influencers.
The automotive industry is fiercely competitive and its top dogs have used social media to get ahead. In August, Reuters reported that international EV leaders Tesla had held a bespoke event for automotive influencers in Beijing. Given the amount of money at stake in any automotive influencing campaign, there are a few lessons that the social media car stars have to offer.
Green is cool
Automotive marketing is not entirely about big, brash cars with roaring engines. Electric vehicle (EVs) have steadily grown in popularity, too, as Tesla has shown. Electric vehicles are becoming more popular as ease of car charging is boosted; for instance, through California’s publicly funded solar panel parking spots. In Germany, Forbes report that VW has extensively used YouTube influencers to show off the performance of their vehicles. This shows a clear link between luxury and ‘cool’, and how renewable energy is something to focus on.
Make it egalitarian
One of the biggest automotive influencers out there is Jody DeVere, CEO of woman-empowering mechanics network AskPatty. A major influencer, Jody’s work has exposed a large section of the market and provided a lesson as a result: be an equal opportunities marketer. By enfranchising women and approaching the market with the principle that everyone should be treated equally, and making a success of it thereafter, a clear indication as to the opinions of consumers can be seen.
Focusing on social
In a 2015 analysis of the automotive influencing world, Automotive News happened on two curious trends. Firstly, the road trip was over-represented as a tool for selling vehicles. Secondly, many notable influencers focused less on the vehicle and more on the shared experience with friends. What this shows is that good influencing should rely on the ‘social’ part of social media. Clearly link your products and marketing to the human experience, and how your product helps them to achieve that. Consumers are looking to move away from the hyper-digitalized face of modern media, even if it remains in the background; seize on that feeling.
The automotive industry is massive and its little surprise that significant marketing funds have been plunged into influencers. What this has created is a wealth of knowledge to apply in different industries. Underlying modern influencer campaigns are three very modern ideas; the benefits of renewable energy, the need to bring people together, and slowing down and enjoying life’s experiences.
Freelance contribution especially written for Find Your Influence by Karoline Cooke